By Elizabeth Iadevaio, Research and Partnerships
Zoomers (members of Gen Z) are creative, daring, and passionate, and want to know they are supporting a brand that behaves ethically, takes part in social issues, cares about their customers, and much more. The bottom line is that if you want to catch the eye of Gen Zers unequivocally, you are going to have to do a lot more than just sell your product or service. PRZM co-founder Larry Milstein shares 5 ways that brands can market to Gen Z in 2021 – here you go:
- Create Clear Values and a Mission
Gen Zers are much more inclined to vote with their dollars, and believe a brand’s values are a reflection of their own. This generation has the power to change the world and better society as a whole, and supporting a brand who believes they can do the same is especially important to them.
A few subjects are particularly meaningful to Gen Z:
- Diversity and Inclusion: 62% of Gen Zers (and 61% of millennials) believe that increasing diversity is remarkably valuable for society.
- LGBTQ+ Rights: 59% percent of Gen Zers say firms should have gender options other than man or woman, Gen Zers (48%) are just as likely as millennials (47%) to say that allowing gay and lesbian couples to marry is important for society.
- Sustainability: 62% of Gen Z prefer to buy from sustainable brands, and 54% are willing to pay 10%+ more for sustainable products.
- Be Transparent and Accountable
We are all only human, and humans make mistakes from time to time. However, when mistakes do happen, it is important to Gen Zers that brands assume accountability and discuss how they can and will improve moving forward. Being genuine, transparent and authentic will make a substantial difference when marketing to Gen Z, as 86% of people feel authenticity is important when determining which brands they support and purchase from.
Here is Walmart’s Fiscal Year 2021 Mid-Year Culture, Diversity, and Inclusion Report. Throughout this report, they discuss the breakdown of the diversity in their workforce both nationally and internationally. They also discuss what they have done to improve and how they will increase their transparency and accountability going forward.
- Showcase Your Brand’s Identity and Personality
Gen Z spends about six to nine hours per day consuming media, utilizing five different types of devices like smartphones, laptops, and tablets all for different purposes! Therefore, a smart way to market to Gen Z is to note those trends that are up and coming. As video creating platforms such as TikTok, YouTube, and Instagram Reels become more popular among Gen Z, it is important to get on and create content that shows viewers who the brand is, not only what the brand is.
Gymshark, a popular workout apparel company, is very active on both TikTok and YouTube creating videos ranging from workout memes, the lives of athletes, podcast episodes, short workout videos, and more. With over 1 million followers on TikTok and 200k+ subscribers on YouTube, they have grown their following by relating to Gen Z and showing up where they are located.
- Create Entertaining Content
Trying to figure out how to catch the attention of Gen Z and not lose it within a matter of seconds can be a tricky task. Going hand in hand with showcasing brand personality and identity, Gen Z wants to see content that is entertaining, amusing, and unique. Making sure that your content is engaging right off the bat will entice them to stay and watch for a longer period of time.
Gen Z appreciates content that is relatable. Studies have shown that Gen Z is the loneliest generation of all and therefore they turn to brands and influencers who create both video and audio content to connect with. If you want to cater to Gen Z, don’t be afraid to think outside of the box and step outside of your comfort zone.
- Encourage Conversations and Create a Strong Community
With COVID-19 In full effect, Gen Zers are not able to communicate directly with their peers, friends, and family like they used to. Consequently, they are turning to social media to connect with others and actively but virtually engage with people.
Creating an active community will help consumers feel like they are a part of something more than just a purchase.
Glossier, a skincare and beauty line, has created a strong community among their consumers via its social media platforms.
On their Instagram account, they feature many of their consumers using their products, having conversations via IGTV, and support those who own their own businesses. They also facilitate conversations on their Twitter feed, whether it be relating to their products or just everyday life.
As Zoomers grow older and their spending power increases, knowing how to market to these driven young adults will become more and more crucial.